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Sony Pictures promotes Spider-Man with Roku

Sony Pictures Releasing Canada has begun a promotion for its upcoming film Spider-Man: Far From Home in association with streaming video service Roku. The movie will sponsor Roku’s Streaming Guide page until June 30. Roku will use in-house data to serve the sponsored page to fans of the superhero genre. The ad will take viewers to a separate branded page that will play the film’s trailer and recommend five previous Marvel titles that are available through the service. The campaign was developed by Cadreon Canada, the advertising technology unit of IPG Mediabrand, as well as UM. Spider-Man: Far From Home will be released on July 2.

“The Streaming Guide that Sony Pictures is sponsoring allows them to align with a curated collection of movie titles that resonates with the target audience that only Roku can deliver,” said Tariq Mahmoud, head of international advertising sales and strategy at Roku. “We work directly with companies to tap into audiences they can no longer reach on linear TV, and also provide significant value and entertainment to the user.”